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00000cam a2200000 7i4500 |
| 001 |
0000102777 |
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20250302.0 |
| 008 |
241205s2021 at eng |
| 020 |
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|a 9781108703116 (
|q paperback)
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| 040 |
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|a UniSZA
|e rda
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| 050 |
0 |
0 |
|a HF5415.123
|b .P75 2021
|
| 090 |
0 |
0 |
|a HF5415.123
|b .P75 2021
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| 245 |
0 |
0 |
|a Principles of integrated marketing communications :
|b an evidence-based approach
|c Lawrence Ang
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| 250 |
|
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|a Second edition
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| 264 |
|
1 |
|a Victoria, Australia :
|b Cambridge University Press
|c ©2021
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| 264 |
|
4 |
|c ©2021
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| 300 |
|
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|a xx, 507 pages :
|b illustrations ;
|c 26 cm.
|
| 336 |
|
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|a text
|2 rdacontent
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| 337 |
|
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|a unmediated
|2 rdamedia
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| 338 |
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|a volume
|2 rdacarrier
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| 500 |
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|a Includes index
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| 505 |
0 |
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|a 1. Integrated marketing communications and its synergistic effects -- 2. Uncovering insights -- 3. Brand positioning -- 4. Media planning for growth -- 5. Integrating digital and non-digital channels -- 6. Advertising creativity -- 7. Planning and executing the creative appeal -- 8. Social influence and social media -- 9. Public relations, corporate reputation, sponsorship, native advertising and content marketing -- 10. Influence, tacts and integration in personal selling -- 11. Direct response marketing and sales promotion integration -- 12. Advertising testing, campaign tracking and synergistic effects -- 13. Integrative revie, IMC implementations and marketing technologies
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| 650 |
|
0 |
|a Communication in marketing
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| 650 |
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0 |
|a Marketing
|x Technological innovations
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| 700 |
1 |
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|a Ang, Lawrence ,
|e editor
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| 999 |
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|a 1000186979
|b Book
|c Open Shelf (1 Day)
|e Tembila Campus
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| 999 |
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|a 1000186980
|b Book
|c OPEN SHELF (30 DAYS)
|e Tembila Campus
|
| 999 |
|
|
|a 1000186981
|b Book
|c OPEN SHELF (30 DAYS)
|e Tembila Campus
|